The World Federation of Advertisers (WFA) released on Thursday a Global Media Charter aimed at advertisers that will “create the conditions for a marketing ecosystem that works better for brands and consumers.”

The charter follows a data manifesto issued by the organization earlier this year.

Last year, programmatic advertising platforms were schooled both verbally and financially by brands, most notably by Proctor & Gamble, which pulled millions of advertising dollars from YouTube because of brand safety concerns.

WFA worked with Proctor & Gamble and companies such as Unilever, Mastercard and Diageo, as well as advertiser associations in the US, China, Japan, Germany and France, to produce the charter.